Modeling word-of-mouth usage: A replication

Pemasaran adalah bidang keilmuan yang menarik dan dilengkapi dengan aspek digital menjadikan pemasaran digital sebagai salah satu bidang keilmuan yang memiliki cakupan yang sangat besar, terlebih dengan mengaitkannya kepada keterlibatan konsumen. Pada penelitian terdahulu didapatkan variabel-variabel penelitian yang digunakan untuk mengukur kepuasan dari konsumen, maka dengan menggunakan metode penelitian studi literatur peneliti menemukan variabel-variabel yang dianggap dapat digunakan untuk mengukur persepsi konsumen dari sisi kualitas website, kepuasan dan keinginan konsumen untuk berbagi dengan konsumen lainnya, dengan memanfaatkan literatur ilmiah antara rentang waktu tahun 2015-2020. Hasil pemetaan literatur yang dilakukan didapatkan hasil bahwa variabel yang secara umum digunakan dalam penelitian pemasaran digital adalah kualitas website untuk mengukur kehandalan dari situs, kepuasan konsumen yang diungkapkan secara elektronik (e-satisfaction), kualitas informasi yang diberikan oleh situs dan keinginan konsumen untuk berbagi pengalaman pengunaannya kepada konsumen lain (E-WOM). Selain variabel didapatkan pula metode yang sering digunakan dalam penelitian pemasaran digital adalah menggunakan metode kuantitatif dengan pendekatan Structural Equation Modelling (SEM).

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Hubungan Variabel Pemasaran Digital Terhadap Electronic Word Of Mouth (E-WOM): Sebuah Studi Literatur

This article addresses the issue of predicting and stimulating consumers’ word of mouth communication (WOM). It contributes to the WOM literature by examining and comparing the magnitude of effects...

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars t...

Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth:

A market which provides an innovative way to allow customers to interact with each other called Customer-to-customer (C2C) market. In C2C communications, online communities play an important role in decision making to buy a product. This investigation develops a research model for online communities of Facebook commerce (F-Commerce) in Bangladesh region, which is based on Information Adoption Model (IAM). This study exhibits a model to influences of C2C communication on Bangladeshi consumers’ purchase decision in the online communities of F-Commerce. The proposed model used the Partial Least Squares (PLS) technique to test 120 effective survey data. This survey data has been taken from the Bangladesh Facebook users and strongly involved in product buy-sell at F-Commerce. The analyzed results show that Argument Quality (AQ), Source Credibility (SC) and Tie Strength (TS) positively influence Purchase Decision (PD) through Product Usefulness Evaluation (PUE). In addition, Tie Strength exhibits difference effect on Product Usefulness Evaluation between the contexts of consumers communicating with virtual consumers relationships. Theoretical and executive implications are discussed for constructing our proposed model.

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Modeling the Role of C2C Information Quality on Purchase Decision in Facebook

Purpose: The purpose of this paper is to understand, summarize and highlight the current research work in the area of word-of-mouth (WOM) along with the existing gaps in the literature. Design/methodology/approach: This study is a qualitative analysis of 20 research articles from peer-reviewed sources covering a span of 14 years from 2002 till 2016 addressing WOM, its antecedents, the effects and its role in the overall larger context. Findings: WOM strongly impacts consumer behavioral attitudes. Tie strength, stickiness, loyalty, monetary influence can moderate the WOM influence. However it remains to be seen the how various personality traits gets affected. Practical implications: The findings of this review may help potential marketers to understand WOM and its intricacies and follow the best approach to maximize the WOM effect. Originality/value: Given the limited amount of the literature focused, this paper summarized the existing work so that researchers and organizations can use this knowledge and focus on their WOM activities. It also highlights the research opportunities for scholars interested in pursuing further studies in this area.

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Rajasekaran Sundara Rajan

Papers

Word of Mouth: A Literature Review